Yesterday, the New Economics Foundation released this video to support their report about the irreconcilability of the idea of sustained economic growth with the idea of sustainability itself, Growth Isn’t Possible. It’s made by Leo Murray, one of the makers of The Age of Stupid and the short film Wake Up Freak Out.

In the last couple of years, nubs have increasingly become the means by which new ideas are spread around the web. They encapsulate how the web works; by making them embeddable, they become a freebie for other content producers. Spreading ideas and messages on the web is about reciprocity; you have to give in order to receive attention.

Nubs raise a few questions. Firstly, at the moment wit is still prized as much as quality, but will the increasing standards of advertising viral videos begin to crowd out the more low-fi productions like Leo Murray’s? Take a look at this ad about the persuasive technology of a musical staircase which turns out to be an advertisement by Volksvagen. Made to look low-fi by the adevertising agency DDB Stockholm, it became one of the most successful virals of last year. Advertisers are spending increasingly large sums producing these virals.

Secondly, if nubs are the repository for political messages, will we soon have “nub wars”? As somebody in the office pointed out the moment they saw The Impossible Hamster, a climate sceptic might have made a video of a hamster growing not only fat but clever enough to start building new worlds.

Thirdly, do they respresent a kind of Darwinism of ideas; if an idea is not reducible to a three minute nub will it become worthles?

Myself, I don’t think so. I think their mix of expression and intellect makes them an incredibly powerful new genre.

On the last point, the RSA’s own RSAnimate series shows that nubs don’t need to be reductionist. Take a look at Matthew Taylor’s Left Brain Right Brain which is just out this week:

I’ve just posted an interview that Caleb Klaces did with Leo Murray for on the main RSA Arts & Ecology website. Murray did the clever little viral video Wake Up Freak Out – Then Get a Grip which has been doing the rounds on the net.

Art has the ability to move people in a way that nothing else does. In the world we live in today, screen media is the most prominent cultural feature. People spend the majority of their waking hours staring at screens (computers and TVs), which gives you a clue if you’re trying to propagate social change. If you don’t try and come at people through their screens you’re just standing behind them tapping them on the shoulder saying “Hey, over here…”. It’s really clear that there’s no way to bring about the social change that we need to deal with climate change without the use of screen media. Aside from mass media, I’m pretty certain that The Age of Stupid [which Murray animated the first three minutes of] is the most powerful tool to motivate people around climate change that exists now. It does the opposite of what I do in my film, it barely addresses the science at all. It’s set in the future and uses narrative to suck you in. Taking a historical view seems a very productive perspective…

Caleb Klaces writes: The London-based philosophy fanzine Shoppinghour has been putting on monthly Evenings of Delight at The Candid Arts space in Angel, London, since the start of the year. April’s theme was Environmental Surrealism, explained in part by Mika Ebbesen in the event’s introduction with the good question, “what can we look to when we are tired at looking at ourselves?”

Seven videos, a sculpture and a live VJ performance provided some answers. In an evening of welcome, if patchy, experiment (including a speaking vagina, and the Chicago skyline judderingly filmed to a soundtrack of Walter Benjamin), two films stood out. Amanda Wasielewski’s Supervision: Wawina, MN cuts together old and contemporary footage of the lush, nondescript town of Wawina to the sound of elegiac messages recorded onto an answerphone in June 2006, just before it became the last place in continental America to switch from an analogue to a digital phone system. The messages are left by “phreaks”, phone hackers from all over America, for whom Wawina was the last hackable oasis.

The excellent short animation Wake Up, Freak Out – Then Get a Grip also looks simultaneously at “ourselves” and outside of us. Climate science is abstract and difficult at the best of times, so making ‘feedback loops’ – the way current changes in climate affect how the climate will change in the future – understandable and entertaining is tough. If it doesn’t make complete sense the first time around, Leo Murray’s ambitious and important film is intelligent and stylish enough to be an enjoyable watch several times over.

Caleb Klaces is a poet,and founder and Editor-in-chief of www.likestarlings.com, a website which pairs up established and new poets to create new poetic conversations. He reviewed Marcel Theroux’s Far North recently for RSA Arst & Ecology.